New Las Vegas Arena Names Toshiba & Coca-Cola Founding Partners
Gail Chiasson, North American Editor
Iconic international brands Toshiba America Business Solutions Inc. and Coca-Cola have entered into formal, multi-year agreements to become Founding Partners of the new Las Vegas Arena.
The arena, scheduled to open in spring 2016, is owned by Las Vegas Arena Company partners AEG and MGM Resorts International.
A central component of Toshiba’s agreement is the naming rights partnership for the two-acre outdoor public plaza being created outside of the arena’s main (north) entrance. With customized brand integration designed by AEG, MGM and Toshiba, Toshiba Plaza is being developed as an integral part of the guest experience. The 75,000 sq. ft. entertainment space will have a performance stage and a variety of video screens and other interactive content and display areas which will be programmed before, during and after Arena events.
On non-Arena event days, guests will come to Toshiba Plaza where a variety of unique events will be created and produced to provide additional showcase opportunities such as community events, concerts and music festivals, awards show pre-functions, fan festivals, fashion shows, charity events, holiday celebrations, convention-related activities and food and wine festivals among others.
Under the multi-faceted agreement, Toshiba also becomes the arena’s exclusive supplier for digital signage and displays as well as multifunction printers and copiers, enabling them to expose the arena staff, executives and guests to its full line of products and systems.
“The combination of Toshiba Plaza and the Las Vegas Arena represent a unique opportunity to showcase Toshiba technology and innovation in one of the world’s most technologically advanced destinations,” says Bill Melo, chief marketing executive for Toshiba America Business Solutions. “We are looking forward to creating a one-of-a-kind fan experience together with our partners AEG and MGM.”
As Founding Partners, each of the global brands will receive customized sponsorship packages including, but not limited to, permanent and digital signage within the arena and on the exterior façade, interactive concourse displays and customized digital exposure including official website and social media presence. The new Founding Partners will also each receive numerous hospitality benefits including the use of one of the arena’s Luxury Suites, ticketing opportunities and the ability to use the arena and plaza for sponsored public or private events on an annual basis.
“Less than a year since our groundbreaking ceremony, today’s announcement is confirmation that both excitement and momentum for this incredible project continues to rise on all fronts,” says Todd Goldstein, chief revenue officer, AEG. “The commitment from global and iconic brands Toshiba and Coca-Cola is truly an indicator of the tremendous value that the business community places on this market and this project.”
In addition to the above elements of the Founding Partnership, Coca-Cola’s agreement calls for the world’s largest beverage company to be the exclusive supplier of all sparkling and still beverages in the arena, Toshiba Plaza and adjacent Park being developed by MGM Resorts. Coca-Cola will also work with the arena developers to create a branded Fan Activation Zone for a minimum of four events annually in addition to having the ability to use an exclusive exterior activation space within Toshiba Plaza for a variety of events throughout the year.
“There’s no question the Las Vegas Arena will become known as a world-renowned venue and an icon for the city of Las Vegas,” says Sharon Byers, senior vice-president, marketing assets, Coca-Cola North America. “As a Founding Partner, we’re looking forward to refreshing event attendees with our sparkling and still beverages and bringing people together over good-times and ice, cold delicious Coca-Cola.”
The privately funded, 20,000-seat, $375 million indoor arena is located west of the Las Vegas Strip between New York-New York Hotel & Casino and Monte Carlo Resort and Casino. Las Vegas’ newest landmark is expected to host more than 100 events annually including boxing, UFC and other sporting events, major headline entertainment, awards shows and special events. The venue also will feature 50 luxury suites, more than two dozen private loge boxes and other specially designed exclusive hospitality offerings never before featured in a facility of its kind.
Mark Prows, senior vice president, Arenas for MGM Resorts International, says, “We are committed to partnering with Toshiba and Coca-Cola, two global leaders in their respective industries and our newest Las Vegas Arena Founding Partners. Toshiba Plaza will offer our guests a variety of outdoor entertainment programming annually which will create an additional, exclusive experience for Las Vegas visitors and the local community.”
Toshiba America Business Solutions, Inc. and Coca-Cola join Schneider Electric as part of the elite group of category exclusive brands designated as arena Founding Partners.
“AEG Global Partnerships strives to align the iconic sports and entertainment platforms we develop with the greatest brands in the world and the relationships created with Toshiba and Coke for the new Las Vegas Arena are perfect example of that objective,” says Nick Baker, senior vice-president, AEG Global Partnerships. “We are grateful to have true partners that share in a visionary approach and the commitment to activate platforms such as the Arena and Toshiba Plaza in such unique manners.”
AEG Global Partnerships, an affiliate of AEG that collaborates with more than 120 venues and other AEG assets worldwide to create sales and marketing platforms, is overseeing the sale of naming rights, sponsorships, premium seating and luxury suite sales for the new Las Vegas showplace.
In another similar but unrelated event today, Quebecor’s Sports & Entertainment Group, announced that the new Québec City Arena will be named the Videotron Centre. As manager of the Videotron Centre for the next 25 years, Quebecor will pay the City of Québec $33,000,000, payable in full upon the opening of the Videotron Centre, planned for September 15, 2015. Should Quebecor become the holder of a National Hockey League franchise, it will pay the City of Québec a total of $63,500,000. No details on signage for that arena have yet been announced.
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